A Statistical Approach to Brand Positioning

Alexandru Isaic-Maniu () and Viorel Gh. Voda
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Viorel Gh. Voda: Institutul de Statistica Matematica si Matematica Aplicata al Academiei Romane

Management & Marketing, 2007, vol. 2, issue 2

Abstract: In this work, we discuss the concept of brand and, after a brief presentation of the origins of it and its relationship with trademarks and quality marks, we propose a new perceptual map to compare two similar brands. This perceptual map is inspired by a scheme used in quality control, specifically in the capability of a technological process evaluation problem. We advance also a proposal to use so-called "deprivation index" (belonging to Townsend) which may be considered as a fraction defective in judging the quality of a certain system. Relevant references related to these ideas are also given in the text.

Keywords: brand; SQC methods; perceptual map deprivation index; fraction defective. (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:eph:journl:v:2:y:2007:i:2:n:3

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